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building the open enterprise

Community Engagement Foundations

August 16th

, 2010 Charlotte North Carolina


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Building the

open enterprise

Social

Cloud

Mobile DATA

Analysis


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What do we mean by COMMUNITY?


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1) membership, 2) influence, 3) integrationand

fulfillmentofneeds,and 4) sharedemotional

connection.

McMillan, D.W., & Chavis, D.M. 1986. "Sense of community: A

definition and theory,"


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Types of Community


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COMMUNITY CASE STUDYThe ThinkFood Cookbook Project

2010


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Question:

Can a software company connect with

a community in a meaningful way?

Our client, Posit Science, wanted to increase awareness of the

topics of brain fitness and brain training amongst a broader

demographic of potential software purchasers.


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What categories relate in a meaningful way ?What categories relate in a meaningful way ?

Where can the company add value to the community?

Where are people like this online?Where are people like this online?

Categories or activities

Understand who you want to connect withUnderstand who you want to connect with

Age, gender, income, etc.


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What categories relate in a meaningful way ?What categories relate in a meaningful way ?

Food is an important component of brain health

Where are people like this online?Where are people like this online?

Fashion, health, food, entertainment

Who buys brain training software?Who buys brain training software?

Predominantly women 35-55 years old


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Strategy Co-Create a cookbook with a community that cares about

food food bloggers

Distribute the recipes in different ways to maximize

engagement

A Recipe of the Week e-newsletter gives one recipe into subscribers inboxs

each week

Printed copies of the book can be purchased through the Posit Science

website and given away through bloggers websites


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Problem define the problem you need to solve

Hypothesis develop a hypothesis for solving the problem

Action design a set of actions for testing the hypothesis

Metric determine which metrics will be used to evaluate

Experiment do it!

Research (P.H.A.M.E.)


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First we emailed our idea of a brain-healthy cookbook to a select group of

bloggers to validate the idea before our client invested time and money into

the project

We researched over 250 food blogs with a readership ranging from

1,000 - 100,000 readers

Research Criteria:

A food blogger who likes to prepare healthy dishes

A blog with a genuine readership

A blogger who updates their blog regularly

A blogger who is excited about the projectA blogger who could contribute a unique recipe

Has an interest in online communities like Twitter & Facebook

We invited 50 of the bloggers to contribute

Research (P.H.A.M.E.)


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Key learning


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Were reluctant to give away the fruits of our labor without some sort of compensation.

Surely, you do not work for free? -800 monthly readers

This sounds interesting and like something Id definitely want to be apart of-15,000 monthly readers

The higher the monthly readership, the more interested the bloggers were

The lower the monthly readership, the less interested the bloggers were

Thanks for contacting me. I like the idea of ThinkFood, fun! Send the the info for it, sounds very

interesting! -22,000 monthly readers

You want us to provide you with free content in exchange for exposure? Do *you* work for free?

No thanks. -Readership not available (blog too small)

Thank you for your invitation to participate. I reviewed the information and unfortunately, I can't

participate. It's not for a lack of interest but rather a lack of time. Aargh! -30,000 monthly readers


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Engagement 50 top food bloggers created recipes for our cookbook developing these

recipes from a selected list of brain healthy ingredients

Bloggers wrote about their involvement with the cookbook, thereby

promoting our cookbook and ultimately our client

We included the food bloggers in the various press materials and press

opportunities

We used tools like Facebook and Twitter to cross promote the project with

the bloggers, foodies, families, and other online communities


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Recipe of theWeek

e-newsletter

Personalized recipe tip

Featured name, bio, and links to their blog and various social

pages like Twitter and Facebook

Each week one recipe would be distributed

to the Posit Science subscribers

The featured recipe would have links to the

bloggers Twitter handle, Facebook page, and

blog

Unique Recipe


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Results Over 3,500 people signed up for the Recipe of theWeek e-newsletter on

the first day

Over 10,000 unique visitors came to their website the first day

Multiple pre-orders for the book (Officially available this month)

Tremendous support from the contributing bloggers who wrote about

their involvement with the project and included links for their readers to

sign up for the Recipe of the Week program

Ongoing involvement over the 50 weeks the bloggers again get attention

and write about their involvement

An unconnected food blogger has decided to prepare, test, and talk about

each recipe for the next 50 weeks!


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This worked because The company connected with a community in a genuine way

Created something of value for the community

Involved the community in defining how it would work and what thecontent would be

Trusted that the community would participate in a professional and

positive way


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Client Coaching Draft emails for the client to maintain the flow of communication with the

bloggers throughout the project

Subscribe to the contributing blogs

Educate them on a no pressure approach for blogger coverage

Engage with the contributing bloggers on a personal and professional level

Read their blog

Comment on their blog

Follow them on Twitter and Facebook

Follow Friday (#FF) them on Twitter

Congratulate them on professional milestones

Draft various tweets for ThinkFood

Delicious Banana Oatmeal Chocolate Chip Cookies from @carrotsncake -

http://bit.ly/ThinkFood

ThinkFood: 50 weeks of healthy & delicious recipes for FREEhttp://bit.ly/ThinkFood


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Other examples


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Movie Fans Television Fans Book Fans

Blair Underwood

Actor, Author, andActivist

Causes

Facebook: 15,484 fans Twitter: 16,885 fans


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[email protected]

@tshelton

http://open-first.com

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